초록

word of mouth(WOM) effects for Traditional Market. Research design, data, and methodology – 5 point Likert-scale has been adopted for this study designed based on previous study. Used SPSS ver.23, factor analysis & Cronbach's alpha, correlation, regression test were made. 277 samples were used for analysis. Results - Tourist satisfaction as an element that affects on revisit intention and word of mouth effects for traditional Market. Their goods images and impressions from experience of traveling and purchasing keep in mind and be another place and story to talk others. Culture is an important factor that maintains and regenerates cities and cities should be perceived as cultural places instead of simple physical places. Culture was associated with higher revisit and word of mouse intentions for traditional market. The tourists can select a new places and visit the market if it has a special culture and special food which people can like and enjoy even they do not have regional brand image. Conclusions - Tourist satisfaction of users in traditional markets and their revisit intentions and the results indicated that higher customer satisfaction was associated with higher revisit and word of mouse intentions. Culture factors will be the motive to find out peoples a hometown in heart.

키워드

Tourist Satisfaction, Regional Brand Image, Culture Factor, Reputation of Culture Oriented Market. Traditional Market Revisit Intension, Word of Mouth Intension.

참고문헌(31)open

  1. [학술지] Argan, M. / 2012 / Word-of-Mouth(WOM)as a tool of health communication : A case study of Turkey / Journal of Society for Development in New Environment in B &H 6 (1) : 216 ~ 221

  2. [학술지] Bolton, Ruth N. / 1991 / A Longitudinal Analysis of the Impact of Service Change on Customer Attitude / Journal of marketing 55 (1) : 1 ~ 9

  3. [학술지] Carman, James M. / 1990 / Consumer Perceptions of Service Quality; An Assessment of the SERVQUAL Dimensions / Journal of Retailing 66 (1) : 33 ~ 55

  4. [학술지] 조미희 / 2015 / The Moderating Effects of Retailers’ Green Practices upon Customer Environmental Values and Organic Food Purchasing Intention / 유통과학연구 13 (11) : 5 ~ 13

  5. [학술지] 추명조 / 2015 / 전통시장의 서비스품질요인이 고객가치 관계품질 행동의도에 미치는 영향 / 유통과학연구 13 (11) : 79 ~ 92

  6. [학술지] Cronin, J. / 1992 / Measuring Service Quality;Re-examination and Extension / Journal of Marketing 56 (3) : 55 ~ 68

  7. [학술지] Dorsch, M. J. / 2000 / Consumer Intension to use a Service Category / Journal of Service Marketing 14 (2) : 37 ~ 48

  8. [학술지] Gartner, W. C. / 2011 / Tourism Destination brand equity dimensions : Renewal Versus Repeat Market / Journal of Travel Research 50 (5) : 471 ~ 481

  9. [학술지] Gelb, B. D. / 2002 / Adapting to Word of Mouse / Business Horizon 7 (9) : 21 ~ 25

  10. [학술지] Hunter, W. C. / 2007 / A Medical Tourism : Global Niche / International Journal of Tourism Science 7 (1) : 129 ~ 140

  11. [학술지] Jones, T. O. / 1995 / Why Satisfied Customers Defect / Harvard Business Review 73 (6) : 88 ~ 99

  12. [학술지] 김흥렬 / 2012 / 문화관광형 전통시장의 관광매력성, 만족 및 행동의도 관계 연구 / 관광연구 26 (6) : 141 ~ 155

  13. [학술대회] Kim, Sung-Jin / 2009 / The Study of Promotion Method for Traditional Market / Korean Culture Policy Research Institute 2009 (12) : 124 ~ 134

  14. [학술지] 이규현 / 2015 / 정부의 전통시장 지원 정책 효과에 대한 실증연구 / 유통과학연구 13 (11) : 101 ~ 109

  15. [학술지] 이영일 / 2015 / 사회적경제와 소비자 관점의 공유가치창출(CSV) 연구 / 유통과학연구 13 (12) : 53 ~ 63

  16. [학술지] Lee, Young-Ju / 2015 / Direction of Revitalization for Gang-Won Traditional Market based on Several Case / Research Institute for Gang-Won, Policy Memo 445 (20)

  17. [학술지] 임진이 / 2014 / 도시재생 과정을 통한 전통시장 비주얼머천다이징 성공사례 연구 / 유통과학연구 12 (12) : 55 ~ 63

  18. [학술지] Oliver, L. R. / 1980 / A Cognitive Model of the Antecedents and Consequences of Satisfaction Decision / Journal of Marketing Research 17 (9) : 46 ~ 49

  19. [학술지] 류태창 / 2013 / 문화관광형 시장의 매력성이 관광만족 및 재방문 의도에 미치는 영향에 관한 연구 / 국토계획 48 (3) : 149 ~ 164

  20. [학술지] 서정석 / 2014 / 전통시장 지원에 대한 지각된 혜택과 비용이 관계품질과 지지에 미치는 영향 / 유통과학연구 12 (12) : 43 ~ 54

  21. [학술지] 심완섭 / 2013 / 전통시장문화공간에서의 구매선호 제품별 만족과재방문의도와의 관련성 연구 / 문화산업연구 14 (4) : 97 ~ 104

  22. [보고서] Small Enterprise and Market Service / 2012 / Research on Actual Condition of Traditional Market & Store Management of 2012

  23. [보고서] Small Enterprise and Market Service / 2013 / An Outcome Report of the Traditional Market Revitalization Support Business : 65 ~ 85

  24. [학술지] 성형석 / 2007 / 재래시장의 서비스 품질이 거래관계의 질과 고객 재방문에 미치는 영향에 관한 연구 / 유통연구 12 (1) : 85 ~ 104

  25. [학술지] 연광호 / 2012 / 환경의식에 따른 산림생태관광객의 심리적 반응에 관한 연구 / 유통과학연구 10 (1) : 43 ~ 52

  26. [학술지] 양회창 / 2015 / Multi-dimensional Emotional Intelligence Effects on Intrinsic/Extrinsic Motivation and Job Satisfaction: Analysis Using Laborer Perceived Organizational Support / The East Asian Journal of Business Management 5 (4) : 13 ~ 18

  27. [학술지] 윤병섭 / 2010 / 성과급에 대한 공정성 인식이 직무만족과 조직몰입에 미치는 영향: 경찰공무원들의 인식을 중심으로 / 한국정책연구 10 (3) : 219 ~ 238

  28. [학술지] 윤세환 / 2009 / 재래시장의 관광매력성이 관광지 평가에 미치는 영향 / 관광연구 24 (1) : 57 ~ 73

  29. [학술지] 조양 / 2011 / 중국 소비자의 글로벌브랜드 선호도와 제품품질지각이 구매의도에 미치는 영향 / 국제통상연구 16 (2) : 79 ~ 114

  30. [학술지] Jun Zhang / 2015 / 중국고객 해외의료관광국가 선택의도에 영향을 미치는 요인에 관한 연구: 구전 조절효과를 중심으로 / 유통과학연구 13 (12) : 41 ~ 52

  31. [학술지] Umair Ahmed / 2016 / Impact of Intention and Technology Awareness on Transport Industry’s E-service: Evidence from an Emerging Economy / 산경연구논집 7 (3) : 13 ~ 18